Language and Power Play: A Literary Exploration of the 2024 Election Slogans of Ghana; “It Is Possible” and “Experience but Not Experiment”

Abstract

This paper examines the 2024 presidential slogans of Ghana's two main political parties, focusing on the strategic use of rhetoric by the candidates to position themselves as the preferable choice for leadership. The study employs close reading and the Reader Response Theory for analyses. The Vice President (FVP) of Ghana, Mahamudu Bawumia, employs the slogan "Momma me steer no" (Give me the steering wheel), which metaphorically contrasts his current role as a subordinate (driver’s mate) with his ambition to become the President (driver). This metaphor indicates a transition from support to leadership, showing his desire for authority and the capacity to direct national policy. The FVP’s repeated invocation of the steering wheel suggests his perceived readiness to lead and suggests an involuntary critique of his President. In contrast, the flagbearer of the National Democratic Congress (NDC), former President John Mahama, uses the slogan "Experience but not Experiment" (Momfa me boɔ mma me), which suggests his extensive political experience and criticizes the notion of untested leadership. The EP’s slogan appeals to the voters’ desire for stability and proven competence over the uncertainties of new approaches. The analysis therefore reveals how each candidate uses cultural references, metaphors, and rhetorical strategies to appeal to Ghanaian voters and address concerns about governance continuity and change.